Resonate and TubeMogul Team Up to Deliver Industry First: Motivations-Based Targeting for Online Video Advertising
Campaigns that target on why people take action outperform benchmarks for video completion rates
RESTON, Va. and EMERYVILLE, Calif., Nov. 18, 2013 /PRNewswire/ -- Resonate, the only company that empowers marketers to act on why people make decisions, and TubeMogul, the leading advertising software company for digital branding, have joined forces to bring motivations-based targeting to online video advertising. For the first time, societal values, personal beliefs and detailed product preferences can drive delivery of online video ads, allowing brand, political and issue marketers to engage with audiences who are most receptive to their messages.
The combination of Resonate's audience insights and analytics and the rich data provided by TubeMogul's video ad buying platform allows Resonate customers to significantly improve the success of their digital video campaigns. The ability to combine who is engaging and who is being reached with the personal motivations behind why consumers are taking these actions has never existed before for digital video campaigns.
Results from initial campaigns topped benchmarks for completion rates. The best performance was for 15-second pre-roll ads with an average completion rate of 90% versus a benchmark of 77% where the data was not used. For 30-second pre-roll video ads, Resonate-powered campaigns registered a 76% average completion rate versus a 71% benchmark.
In a recent video campaign for a major auto parts company the client achieved an 89% completion rate for its video ad, outperforming industry benchmarks by 21%. These results clearly indicate that with the right data and insights, video can be a highly effective advertising medium.
"Video is one of the most powerful ways for brands to engage people on an emotional level. Adding the ability to deliver that video based on what people believe in not only results in greater engagement, but also a true understanding of the motivation behind that engagement," said Andy Hunn, Resonate COO. "For the first time ever, the messaging and positioning in video creative can be used as a fully scalable targeting option."
Online video advertising is poised for explosive growth in the next few years. According to a recent report from the Internet Advertising Bureau (IAB), 75 percent of U.S. senior advertising executives plan to shift more of their budgets from television to digital video ads. In addition, eMarketer expects U.S. digital video ad spend to increase 41.4% this year and nearly 40% in 2014, with outlays reaching $5.7 billion.
The largest global buyer of programmatic video advertising, TubeMogul works with the world's leading brands and media agencies. TubeMogul's software combines total control over where an ad runs with real-time data to inform creative and media strategy as a campaign proceeds. To quantify brand lift, TubeMogul offers BrandSights, a brand survey tool that measures whether viewers are remembering and acting on an ad.
"Video advertising is the art – and, increasingly, science – of creating lasting connections with consumers, so having data on why they take action is incredibly important. Coupled with software-driven buying, marketers are in a great position to act on this information in a meaningful way," says Keith Eadie, VP of Marketing at TubeMogul.
Resonate's breakthrough big data approach combines extensive proprietary research with terabytes of behavioral data to provide an in-depth understanding of what truly motivates people to act. This data is combined with audience demographic, behavioral and purchase data to optimize media buying and influence messaging and creative strategy.
Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people's actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivations-based targeting and analytics across all digital media channels. The ability to deliver advertising based on an individual's social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit http://www.resonateinsights.com/
TubeMogul is the leading advertising software company for digital branding. The world's largest brands and agencies unify their video advertising on TubeMogul's programmatic platform. By using a single, integrated solution, TubeMogul's clients gain control over their video spend, simplify their workflow and verify the success of their campaigns. Founded in 2006, TubeMogul is based in Emeryville, California, with offices across North America, Europe, Asia and Australia.
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